Promoting & Distributing

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Presentation transcript:

Promoting & Distributing Chapter 8 Promoting & Distributing Use Of Advertising Opportunities & Problems Physical Distribution Channels Of Distribution Functions Of Intermediaries Creative Selling Process

Advertising “…informs customers of the availability, desirability, and uses of products.” McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.

Types Of Advertising Product Institutional PhotoLink/Getty Images Royalty-Free/CORBIS

Developing Advertising Program Budget Media What/How To Say It Agency Expected Results

Advertising Budget Percentage Of Sales/Profits Units Of Sales Objective- Immediate Response Executive Decision PhotoLink/Getty Images

Media Selection Newspaper Signage Direct Mail Circulars/Handbills Yellow Pages Radio Television Online Chad Baker/Getty Images PhotoDisc/Getty Images

Why People Don’t Shop Online Isn’t secure Jeopardize Privacy Must Pay Shipping Charges Not Enough Selection Can’t Touch/Try First No Satisfaction Guarantee Returns A Hassle Won’t Arrive On Time Hard To Find Things Enjoy Shopping Out Of House Source: blink, www.earthlink.net/blink

Necessary Website Features Source: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p. E24

Infomercial “…long, usually half-hour TV ads hosted by a hyper ‘sellevangelist’ selling a relatively new product or service.”

Media Selection Target Market Cost Relative Absolute Availability

Other Advertising Techniques Merchandising- Point Of Purchase Sales Promotion Customer Trade Sales Force Publicity- Free Royalty-Free/CORBIS

Ethnic Differences Sources Of Information Values Of Print Frequency Of Use/Affordability Target Market Media Ryan McVay/Getty Images

Global Marketing: Importing Import & Sell Products Sell International Products Sami Sarkis/Getty Images

Levels & Risks Of Internationalization

Global Marketing: Exporting Myths Only Large Firms Uncertain Payment Limited Sales Opportunities Foreign Market Not Buy American Startup Costs High D. Falconer/PhotoLink/Getty Images D. Falconer/PhotoLink/Getty Images

Global Marketing: Opportunities/Challenges Expansion/Diversification Effective Use Lower Labor Cost Natural Resources Return On Investment Tax Advantages Demand For U.S. Products Receiving Country Benefits PhotoDisc/Getty Images

Global Marketing: Problems/Risks Loss Of Assets/Earnings Changing Political System Exchange Rates Difficulty In Getting Earnings State-Subsidized Competition Unskilled Labor Communication/Coordination Cultural Differences Copyright/Patent Violations Jason Reed/Getty Images

Export Or Not? Product Suitable Satisfy Foreign & Domestic Demand Competitive Prices/Terms Devote Time/Skills Nick Koudis/Getty Images

Exporting Assistance Forms Small Business Administration Information/Guidance Financial Assistance Small Business Administration SCORE ACE U.S. Department Of Commerce C. Sherburne/PhotoLink/Getty

Distribution “…involves the effective movement of a product from the production line to the final consumer.”

Distribution Activities Storing Order Processing Transportation Speed Frequency Dependability Points Served Capability Cost StockTrek/Getty Images

Distribution Channel Considerations Geographical Market & Consumer Types Intensive, Selected, Exclusive Outlets Producer’s Marketing Effort Feedback Incentives For Resellers Andre Kudyusov/Getty Images

Distribution Channels: Consumer

Distribution Channels: Industrial

Intermediaries Brokers Agents Wholesalers Retailers Ryan McVay/Getty Ima

Retailing Trends Off-Price Self-Service Fast Food ATMs Television Shopping Internet Jason Reed/Ryan McVay/Getty Images

Creative Selling Process

Mental Attributes Of Creative Salesperson Judgment Tact Positive Attitude Royalty-Free/CORBIS

Physical Attributes Of Creative Salesperson